Course title:

International segmentation

Faculty:

Management

Programme 

of study:

International Business

Study level:

⌧ BA

⌧  MA

Academic year:

2021/2022

Number of ECTS points:

3

Course completion method: 

◻ With an exam

⌧Without an exam

Language 

of instruction:

English

Course teaching team:

Course leader:

Marta Grybś-Kabocik, Ph.D.

Lectures:

Prof. Sławomir Smyczek

Classes:

Prof. Justyna Matysiewicz

Lab classes:

-

Department 

of the course teaching team:

Department of Consumption Research

Course status:

◻ Compulsory

⌧ Elective

Course time frame:

(no. of semesters)

1

Course forms

Number of hours

Lectures

15

Classes, Workshops, Brainstorming, Discussion

30

Individual preparation 

45

Total number of hours

90

Course objective and key words

Course objective: to increase students’ knowledge about international consumer segmentation

Course key words:  segmentation, cosnumers, internationalization

1. Market Segmentation - overview 

2. Market segmentation process (criterium, attractiveness, profiles) 

3. Target market choice (5 strategies)

4. Positioning

5. Market Segmentation on the global market 

6. Determining the effectiveness of market segmentation

Code of the learning outcomes

Student learning outcome achieved in the course

Methods of assessing the outcomes

Documentation

Knowledge

IB1_W05

Student has basic knowledge on the subject of relationships between business entities as well as other entities and institutions creating international and intercultural environment 

Written tasks Discussion

Tasks solution samples in online format

IB1_W06

Student differentiates between the relationships typical for entities functioning in international markets

Written tasks Discussion

Tasks solution samples in online format

IB1_W12

Student possesses elementary knowledge of international market research, in particular of research problems as well as research methodology, tools and techniques.

Discussion

Tasks solution samples in online format

Skills

IB1_U01

Student is able to identify and interpret phenomena and business, social and managerial processes occurring on the international scale, along with their conditions

Discussion 

Written version saved on disc 

IB1_U02

Student is able to use basic theoretical knowledge concerning international business and associated disciplines in order to interpret and analyse the circumstances of business entities operating on domestic and international markets. 

Case study

Written version saved on disc

IB1_U07

Student is able to analyse and interpret systems of norms applicable to different cultural, economic and legal circumstances

Case study

Written version saved on disc

Social competences

IB1_K02

Student can cooperate and work on a team, also on one involving representatives of other cultures 

Self-work

Examples of tasks solved

IB1_K08

Student is prepared to acquire and enhance international business knowledge on their own

Self-work 

Examples of tasks solved

Assessment mode

Description

Weight
(percentage of the final grade)

1. Workshops

Presenting a comprehensive solution to a selected case study as well as further discussion questions

50%

2. Game

Descriptive solutions to tasks in the game

50%